市場營銷英語教學(xué)大綱

1、精選優(yōu)質(zhì)文檔-傾情為你奉上經(jīng)貿(mào)系市場營銷專業(yè)英語課程教學(xué)大綱課程性質(zhì)：專業(yè)必修課 總學(xué)時數(shù)：48學(xué)時 適合專業(yè)：09級經(jīng)貿(mào)系市場營銷專業(yè)（一）課程教學(xué)目標(biāo)通過本課程的學(xué)習(xí)，要求掌握以下知識目標(biāo)： 1. 了解市場營銷的運(yùn)行平臺、基本理念、主要類型。2. 運(yùn)用所學(xué)知識分析和指導(dǎo)企業(yè)、事業(yè)單位的營銷實(shí)踐活動。 3.不斷提高學(xué)生英語的應(yīng)用水平，成為國際商務(wù)中的有用人才。（二）課程的目的與任務(wù)本課程是經(jīng)貿(mào)系市場營銷專業(yè)方向的專業(yè)基礎(chǔ)課程，培養(yǎng)學(xué)生掌握一些營銷理論和技能，在商務(wù)交際環(huán)境中，用英語進(jìn)行交際的基本技能。 通過本課程的學(xué)習(xí)，能夠培養(yǎng)學(xué)生適應(yīng)社會主義市場經(jīng)濟(jì)需要，具有良好英語語言實(shí)際運(yùn)用能力，掌握

2、一定的國際營銷專業(yè)知識，能夠從事國際市場營銷工作的應(yīng)用型專業(yè)人才。此外，學(xué)生通過系統(tǒng)的針對市場營銷常用的英語的聽、說、讀、寫、譯等方面的學(xué)習(xí)，要掌握市場營銷英語常用的各種英語詞匯及表達(dá)方法，全面提高閱讀和理解市場營銷英語資料的能力，增強(qiáng)市場營銷英語的寫作水平和對外交流能力。 （三）理論教學(xué)的基本要求在具有一定的市場營銷基礎(chǔ)知識和相當(dāng)英文水平的基礎(chǔ)上，通過理論與實(shí)踐相結(jié)合的教學(xué)方式，采用實(shí)例、演示、PPT等多種教學(xué)方法和手段來保證教學(xué)任務(wù)的順利完成。學(xué)生應(yīng)掌握市場營銷相關(guān)的詞匯和具體運(yùn)行流程，具體要求如下：1. 掌握足夠的與市場營銷相關(guān)的詞匯和表達(dá)方式。 2. 熟悉市場營銷的基本交易類型的操作原

3、理、方法和步驟。 3. 了解其它與市場營銷相關(guān)的話題并能通過網(wǎng)上交流拓展學(xué)業(yè)與職業(yè)空間。（四）實(shí)踐教學(xué)的基本要求實(shí)訓(xùn)一實(shí)驗(yàn)（實(shí)訓(xùn)）學(xué)時10應(yīng)開實(shí)驗(yàn)（實(shí)訓(xùn)）個數(shù)5序號實(shí)驗(yàn)（實(shí)訓(xùn)）名稱實(shí)驗(yàn)實(shí)訓(xùn)要求學(xué)時分配實(shí)驗(yàn)（實(shí)訓(xùn)）類型備注1Customer value and satisfaction必做2綜合性2Consumer purchase decision process必做2綜合性3How to set a price on a product必做2綜合性4Sales promotion必做2綜合性5Advertising 必做2綜合性實(shí)踐教學(xué)目的：培養(yǎng)學(xué)生的實(shí)際營銷活動能力，將所學(xué)的英語知識和市場

4、營銷知識結(jié)合起來，通過實(shí)際和模擬營銷活動場景給學(xué)生更多實(shí)踐機(jī)會。實(shí)踐教學(xué)要求：要求學(xué)生積極參與市場營銷實(shí)踐、實(shí)訓(xùn)活動。就課本上的討論題發(fā)表自己的觀點(diǎn)，也可以展開辯論。作業(yè)有口頭和筆頭兩種：筆頭作業(yè)為各單元漢譯英的翻譯題和實(shí)用寫作，鞏固語法知識和提高寫作能力；口頭作業(yè)為每個單元的話題練習(xí)題和思考題。（五）教學(xué)學(xué)時分配 市場營銷專業(yè)英語章 次各章名稱總學(xué)時學(xué)時分配講課實(shí)驗(yàn)實(shí)訓(xùn)習(xí)題1Introduction to core marketing concepts3212Marketing Environment3213Customer Value and Satisfaction3214Types o

5、f Marketing Research3215Consumer Purchase Decision Process3216A Model of Business Buyer Behavior3217Market Segmentation, Targeting, and Positioning3218Product Classification and Product Decisions3219Product Life Cycle and Its Marketing Implications32110How to Set a Price on a Product32111Retailer Ma

6、rketing Decisions32112Integrated Logistics Management32113Sales Promotion32114Functions of the Advertising32115Characteristics of Services and the Related Marketing Strategies321合計453087（六）大綱內(nèi)容Unit 1 Introduction to core marketing concepts1.主要內(nèi)容：a. marketing offersb. value and satisfactionc. markets

7、d marketing2.教學(xué)重點(diǎn)：a. key terms and concepts 3.教學(xué)難點(diǎn)：Make clear the process of marketing4.教學(xué)要求：Require teacher to analyze the related information of marketing5.習(xí)題要求：Require students to finish some exercises after the text. Require students to summarize marketing related terms or useful sentences in th

8、is Unit. Unit 2 Marketing Environment1.主要內(nèi)容：a. companys micro-environmentb. competitorsc. publics2.教學(xué)重點(diǎn)： a. key terms and concepts3.教學(xué)難點(diǎn)： What is marketing environment? Can companies change their marketing environment according to their will?4.教學(xué)要求：Require teacher to introduce the important premise

9、and condition of marketing Environment.5.習(xí)題要求：Require students to finish some questions after the text. Unit 3 Customer Value and Satisfaction1.主要內(nèi)容：a. definition of Customer Value and Satisfactionb. delivering customer value and satisfaction 2.教學(xué)重點(diǎn)：key terms and concepts3.教學(xué)難點(diǎn)： The real understandi

10、ng of customer value and satisfaction .4.教學(xué)要求：Require teacher to introduce customer value and satisfaction . 5.習(xí)題要求： Require students to finish some questions after the text. Require students to summarize customer value and satisfaction related terms or useful sentences in this Unit.Unit 4 Types of

11、Marketing Research1.主要內(nèi)容：a. exploratory research b. descriptive researchc. casual research2.教學(xué)重點(diǎn) a. key terms and concepts3.教學(xué)難點(diǎn)：How to classify the marketing research?4.教學(xué)要求：Require teacher to explain the difficult sentence firstly, next analyze the text5.習(xí)題要求：Require students to finish some questi

12、ons after the text.Unit 5 Consumer Purchase Decision Process1.主要內(nèi)容：a. need recognition b. information searchb. alternative evaluation2.教學(xué)重點(diǎn)：key terms and concepts 3.教學(xué)難點(diǎn): Try to explain clearly how to decide the marketing strategies according to the features of customers.4.教學(xué)要求：Require teacher to le

13、ad the students to learn customer purchase decision process.5.習(xí)題要求：Require students to finish some questions after the text. Require students to conclude the on-line marketing strategies.Unit 6 A Model of Business Buyer Behavior1.主要內(nèi)容：a. major types of buying situations b. participants in the busine

14、ss buying process2.教學(xué)重點(diǎn)：key terms and concepts 3.教學(xué)難點(diǎn)：How to describe the eight stages in the business buying process.4.教學(xué)要求：Require teachers to explain difficult sentence so as to make students know these knowledge about business buyer behavior.5.習(xí)題要求：Require students to finish some questions after

15、 the text. Unit 7 Market Segmentation, Targeting, and Positioning1.主要內(nèi)容：a. segmenting markets b. target marketing2.教學(xué)重點(diǎn)：key terms and concepts 3.教學(xué)難點(diǎn)：the clear understanding of market segmentation, targeting, and positioning4.教學(xué)要求：Require teachers to explain difficult sentence so as to make students

16、 know these knowledge about market segmentation, targeting, and positioning.5.習(xí)題要求：Require students to finish some questions after the text.Unit 8 Product Classification and Product Decisions1.主要內(nèi)容：a. product classifications b. product decisions2.教學(xué)重點(diǎn)：key terms and concepts 3.教學(xué)難點(diǎn)：the clear understa

17、nding of product classifications product decisions.4.教學(xué)要求：Require teachers to explain difficult sentence so as to make students know these knowledge about product classifications product decisions.5.習(xí)題要求：Require students to finish some questions after the text.Unit 9 Product Life Cycle and Its Marke

18、ting Implications1.主要內(nèi)容：a. introduction stage b. growth stage c. maturity stage d. decline stage2.教學(xué)重點(diǎn)：key terms and concepts 3.教學(xué)難點(diǎn)：the limitations of product life cycle concept.4.教學(xué)要求：Require teachers to explain difficult sentence so as to make students know these knowledge about product life cycl

19、e.5.習(xí)題要求：Require students to finish some exercises after the text.Unit 10 How to Set a Price on a Product1.主要內(nèi)容：a. establishing pricing goals b.estimate demand,costs,and profits c. choose a price strategy d. fine-tune the base price2.教學(xué)重點(diǎn)：key terms and concepts 3.教學(xué)難點(diǎn)：How to choose a price strategy?

20、4.教學(xué)要求：Require teachers to explain difficult sentence so as to make students know these knowledge about how to set a price on a product.5.習(xí)題要求：Require students to finish some exercises after the text.Unit 11 Retailer Marketing Decisions1.主要內(nèi)容：a. target market and positioning decision duct assor

21、tment and services decision c. price decision d. promoting decision e. place decision2.教學(xué)重點(diǎn)：key terms and concepts 3.教學(xué)難點(diǎn)：developing a positioning strategy4.教學(xué)要求：Require teachers to explain difficult sentence so as to make students know these knowledge about retailer marketing decisions.5.習(xí)題要求：Requi

22、re students to finish some exercises after the text.Unit 12 Integrated Logistics Management1.主要內(nèi)容：a. cross-functional teamwork inside the company b.building channel partnerships2.教學(xué)重點(diǎn)：key terms and concepts 3.教學(xué)難點(diǎn)：managing the channel4.教學(xué)要求：Require teachers to explain difficult sentence so as to mak

23、e students know these knowledge about integrated logistics management.5.習(xí)題要求：Require students to finish some exercises after the text.Unit 13 Sales Promotion1.主要內(nèi)容：a.major forms of sales promotion2.教學(xué)重點(diǎn)：key terms and concepts 3.教學(xué)難點(diǎn)：promotion and advertising4.教學(xué)要求：Require teachers to explain difficult sentence so as to make students know these knowledge about sales promotion.5.習(xí)題要求：Require students to finish some exe